Ethos Dragon's Den Magic Pizza £1.88 (was £4.99) @ Amazon

Nice little filler item, i remember seeing this on "Dragons Den" and thinking it was a pretty good little item, reduced from £4.99

* Reduces cooking time of pizza by 20% * Increases temperature at centre of topping by up to 20% * Stainless steel for long life * Dishwasher safe * Eliminates a 'soggy middle'

This could be the cat's eye of the Pizza business" So said millionaire dragon Peter Jones when he was pitched the Magic Pizza on BBC2's Dragon's Den. After years of cooking frozen pizzas only to find out there was a 'soggy middle' to the pizza Ray Smith set about finding a solution to this dilemma. After toiling for six years on product development and patents he finally had a product he thought worthy of showing the dragons.

In what was one of the worst pitches ever to the Dragons Ray struggled at first to convince them that this was a product worth investing in. Theo Paphitis initially suggested he could be thought of as barking mad while three dragons declared themselves out very quickly. This left just Peter Jones and Theo Paphitis still to decide. After some thought Peter Jones decided that with the righ support and backing that this item could be a winner and offered £25,000 for a 25% stake if Theo was willing to join him. Theo offered the other £25,000, again for another 25% of the business. This meant that instead of the 10% he was offering Ray Smith had to decide whether to give away five times that to the dragons. After a second of thought he accepted and the deal was struck!

Measuring 16cm across and made from long lasting stainless steel the Magic Pizza reduces cooking time by up to 20%, increases the temperature in the centre of the pizza by up to 20% guarantees and evenly cooked pizza. Basically it is a stainless steel disc with holes in that you place under the middle of the pizza. The disc raises the centre of the pizza to ensure it is cooked evenly. It's as simple as that!

Following on from the success of other Dragon's Den items this could indeed by the cat's eye of the pizza business. Surely two millionaire dragons can't be wrong!

Launched in 1998, Ethos has rocketed to success in the UK and around the world. Although relatively young, Ethos continues to win accolades as the most innovative, forward-thinking company in their field. Ethos is renowned as a design-led yet affordable lifestyle brand. Always looking for something different, expected the unexpected from Ethos!